Rémy gets more mature
Rémy Martin has launched a new expression of the VSOP for the European market; Rémy Martin VSOP Mature Cask Finish.
The expression is aged for the same amount of time as the Rémy Martin VSOP, with a year Limousin mature oak casks, with a minimum age of 20 years. Given the small size of the casks, the overall volume of cognac in contact with the wood – and consequently the cellar air – is greater, resulting in a “well rounded, smooth” taste with “enhanced fruit notes” of peach and apricot.
The spirit was developed by the resident cellar master Pierrette Trichet and deputy cellar master Baptiste Loiseau, and was designed with the European palate in mind.
The bottle comes in a bespoke presentation box. Available in its gift packaging in the off-trade, the brand hopes retailers will capitalise on its presentation for on-going gift opportunities throughout the year. The new expression will replace the existing VSOP in the UK in February 2012.
Victoria Olivier, senior brand manager of Rémy Martin, comments: “We are excited about launching the new expression of Rémy Martin VSOP in the UK. The brand continues to perform exceptionally well and we are confident that the Mature Cask Finish will really suit the taste profile of UK consumers, help us to recruit new drinkers and drive dynamism of the Cognac category.
“We have committed heavyweight investment to support the launch of the product to the trade and encourage trial across all trading channels. A significant increase in expenditure will ensure that the brand has its biggest support package in recent years. The marketing campaign will include PR, advertising, an educational and engaging CRM programme, on-pack neck collars and sampling activity will kick start in the off-trade in January. Meanwhile, in the on-trade, our brand ambassador, Alexandre Quintin, will be hosting a series of tasting and educational events to ensure consumers and the trade alike, understand and appreciate Mature Cask Finish.””
Rémy Martin VSOP Mature Cask Finish will be replacing existing stock in the UK from February 2012 and is available in 1 litre, 70cl, 35cl and 5cl formats. Its RRP will remain the same – priced £32.99.
